Why a growing community of Indian runners is rethinking their gear and how one brand rooted in real-world experience is answering the call.

India, 3rd June 2025 - As India’s cities wake up early, parks fill faster, and running clubs multiply in this post-pandemic era, one thing is clear: more Indians are running, but not necessarily with the right gear.

In recent years, the country has seen a measurable surge in recreational runners. According to Strava’s 2023 Year In Sport Trend Report, India recorded one of the highest year-on-year growth rates in outdoor activities like running, with an impressive 59% increase in running club activity alone. Social media is filled with 5k badges and marathon medals, while Metro & Tier-1 cities like Mumbai, Bangalore, Pune, Hyderabad, Delhi and more are now dotted with community running groups. Yet, as the running movement grows more mainstream, the performance wear industry appears slow to catch up.

Every year, hundreds of Indian runners take part in the prestigious World Major Marathons, whil e India consistently ranks among the top three countries in terms of participation at the iconic Comrades Ultra Marathon. Closer to home, over 50,000 runners lace up for the Mumbai Marathon, the country’s largest running event. These milestones are a clear reflection of the rapidly growing running culture in India.

Much of the available gear, especially in the mid-premium segment, remains imported, not adapted. International sizes, synthetic-heavy fabrics, and marketing geared towards elite athletes have left everyday Indian runners underserved. “You either end up overpaying or compromising on gear that wasn’t tested for Indian sweat and sun,” says Manoj Thakur, a Marathoner and the Co-founder & CEO of Aguante, a performance wear brand born out of this gap.

Unlike traditional brands that start in boardrooms, Aguante began on the roads, in Pune’s heat, humidity, and high-traffic streets. Manoj Thakur, a retail entrepreneur with over two decades in the apparel industry and co-founder of BodyBasics, first encountered the challenge not as a businessman but as a runner training for his own race. “I was logging kilometres and realised how much of what I was wearing wasn’t helping me perform. From moisture-wicking fabrics to chafing seams,” he says.

Launched quietly in 2018 and recently repositioned with a direct-to-consumer focus, Aguante now makes performance wear tailored to India’s weather, movement styles, and body types. But its success is less about marketing than about function: each design stems from what real runners report on the road. Even the name “Aguante”, a Spanish football term for endurance, was chosen to reflect grit.

This local-first, athlete-informed design philosophy taps into a fast-growing market. According to a 2024 report by Research and Markets, the Indian sports apparel market is projected to grow at a CAGR of 16.2% over the next six years, with the performance wear category seeing the steepest rise. The Indian sports apparel market was valued at USD 673.34 million in 2023 and is projected to reach nearly USD 1926.10 million by 2030.

While Aguante focuses primarily on runners, the brand also sees growing interest from gym-goers and athletes who share similar frustrations with current apparel options. Still, the commitment remains clear: to serve a community that trains early and with intent.

“The Indian market isn’t looking for louder shoes or flashier campaigns anymore,” says Manoj Thakur. “It’s asking: does this gear help me run better? Breathe better? Recover better?” In a space saturated with lifestyle narratives, Aguante’s approach is pragmatic: build quiet credibility with runners first, and let the rest follow. The brand has no celebrity ambassador, but it does have dozens of finish-line photos from customers across Delhi, Mumbai, Bengaluru, Pune, and beyond, proof that function can travel faster than flash.

As the sport continues to grow and democratise across India, so too does the demand for gear that doesn’t just fit, but fits the purpose.

(Disclaimer: The above press release comes to you under an arrangement with NRDPL and PTI takes no editorial responsibility for the same.). PTI PWR PWR

Performance wear adaptation: local, athlete informed apparel addressing Indian climate and fit for everyday runners. India's recreational running boom reveals a market gap: imported mid premium performance apparel often fails Indian climate, sizing, and usage needs, causing functional compromises. Aguante responds with athlete informed, climate adapted designs and a direct to consumer model prioritizing fit, moisture management, seam construction, and practical testing over lifestyle marketing, aligning with growing demand for purpose built performance wear.